Our Digital Marketing Solution Upgrade

By Digital Pharmacist Staff

Digital Pharmacist offers three solutions to help pharmacies grow; our Digital Platform, our IVR Platform and our Digital Marketing Solution.  We are investing over $10 million per year to enhance these solutions to ensure that your patient facing products stay competitive and patients really use them.  Unlike other online do-it-yourself offerings, ours is a do-it-for-you service. Our team of 76 in Austin, TX and Newark, NJ care about your success. We know that your success is our success.

We are excited to let you know we have enhanced our Digital Marketing Solution and will be upgrading your service at no additional cost.

Why are we upgrading our Digital Marketing Solution?

Our original digital marketing solution, which launched in 2015, focused on “website visits”.  In January of 2018, we created a new Digital Pharmacist Marketing Agency, led by Anyssa Garza, PharmD, BCMAS and Bethany White, CPhT.  Rather than focus on “website visits”, our new pharmacist-led team focuses on five goals:

  • Attract new patients
  • Get more refills
  • Identify clinical opportunities to improve health outcomes and, at the same time, potentially improve Star Ratings/reduce DIR fees
  • Attract in-store visits
  • Better communication of your pharmacy’s local competitive advantage  

Here is how our newly upgraded approach achieves these goals:

Goal 1: Attract New Patients

Solution 1a: Greater focus on new patient transfers online

Since January, 2,242 patients have transferred their prescriptions via our online transfer form.  We are emphasizing new patient transfers by adding a “New Patient” button to the pharmacy home page which links to a transfer form. The information is then sent via fax for now.

In addition to seeing the increased usage of the transfer form, patients are also commenting in online reviews that they are transferring scripts via our solutions.

“These folks make you feel like family. We transferred to Downeys when Winning Dixieland closed and have never looked back!”

–Downey Drug Anniston

“Since I have transferred over to Robbins Pharmacy I have not had a problem with any of my or my grandchildren’s scripts. Every time I step into the pharmacy I end up buying more than my prescription. The outlay of the store and products are great.”

–Robbins Pharmacy

Solution 1b: Greater focus on online reviews and your own reviews page

We are doing two things differently with reviews.  First, we are posting patient reviews (after a PHI check) on to your pharmacy website.  This helps your pharmacy show off your amazing reviews to prospective patients and health care providers. Second, we are inserting links to Google and Yelp so patients can see additional reviews. Click here to see how this is working at Blount Discount Pharmacy or see below.

https://www.blountdiscountpharmacy.com/reviews

Solution 1c: Improved marketing to doctors offices

Pharmacies are using our online wellness classes to market to providers and prospective patients.  Our online classes were developed by Anyssa Garza, PharmD, BCMAS and include slides, videos and handouts.  Our most popular class is Type 2 Diabetes. Patient education and classes are becoming increasingly important as healthcare moves to a pay for performance model and as DIR fees become the norm.  

If obtaining accreditation for your Diabetes Education Program is something you are striving for, you can submit our Type 2 Diabetes class as the content component for the accreditation process.  

Our classes can also be shared online by your patient. For example, we heard a recent incident where a patient asked their pharmacist for information about asthma, rather than try to explain what asthma was, the pharmacist sends the patient the presentation on his website and the patient confirmed his understanding had dramatically improved.

 

Goal 2: Get More Refills

Solution 2a: Get patients to download the app and refill, rather than focus on website visits

From Nov 1 to March 31, Paramore’s Pharmacy had only seen 21 mobile downloads and 16 mobile refills.  By applying a new approach to Facebook advertising, we were able to increase that to 91 downloads and 73 mobile refills by the end of April.  In addition, 42 patients signed up for Paramore’s email newsletter through the mobile refill process.

Goal 3: Identify clinical opportunities to improve health outcomes and, at the same time, potentially improve Star Ratings/reduce DIR Fees

Solution 3a: Ask patients about their health at the time of refill

When speaking with pharmacies, we heard many pharmacists found it difficult and time-consuming to identify and reach out to patients who may be experiencing side effects which ultimately can lead to non-adherence. To address this, we developed “Opportunities” which focus on disease/symptom management as well as identification of side effects at the time of refill.

We now have numerous case studies that show that our “Opportunities” solution results in rapid clinical intervention which is beneficial to the pharmacy and patient.  

For example, our “Opportunities” system asked patients of Joe’s Pharmacy if they would like a flu vaccination. Five patients stated they were interested in receiving a flu vaccination and four patients came into the store that same week.  This intervention resulted in $80 of revenue to the pharmacy, but more importantly, patients received their flu vaccine. As a reminder, the flu vaccination is a 2019 Star measure.

This actionable clinical solution improves clinical outcomes, increases store foot traffic and drives store revenue.  See how it works below.

Goal 4: Attract in-store visits

Solution 4a: Greater focus on on seasonal promotions

We are offering all Digital Marketing customers the chance to opt-in to pre-configured seasonal promotions. Digital Pharmacist will insert these promotions, free of charge, inside of your Facebook campaigns and in your weekly email newsletter.

To sign-up for your seasonal promotions, visit this survey link: http://bit.ly/2FhMQuM

Below are example promotions for Mother’s Day, which is right around the corner.

 

Goal 5: Better communicate the pharmacy’s competitive advantage

Solution 5a: Personal photos and strong messaging about your competitive advantage

In the past, we asked pharmacists for photos and often received a picture of the pharmacy building and an empty parking lot.  These photos were useful to showcase the store on the pharmacy website, but they did not resonate on social media. Since January, we have been reaching out and requesting more personal photos that showcase pharmacy staff members.  In the written content of Facebook ads, we emphasize your competitive advantage, like “Free Delivery ” or we showcase a positive patient review. These changes have resulted in significant improvements in patient engagement, including a significant increase in downloads and refills.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Summary of Changes

We provide a detailed overview of the components included in your upgraded marketing program.

Basic Digital Marketing Solution

Recommended for small pharmacies with less that 2,000 scripts per month.

  • $199 — 1,000 scripts per month or less / $100,000 in gross revenue per month
  • $299 — 2,000 scripts per month or less / $150,000 in gross revenue per month

What’s included:

  • Access to our marketing agency team to make updates, creative ideas etc.
  • Facebook and Instagram advertising
  • 2 Facebook or Instagram ads per month reaching your target audience that focus on your website and mobile app
  • Email subscriber collection
  • Email newsletter CRM publishing
  • 18 seasonal promotions and a choice of advertisements for your email newsletter and social media
  • Opportunities clinical questions and follow up
  • Reviews page on website including human PHI check (created after 10 reviews)
  • Direct links for patients to leave Google and Yelp reviews after refilling to improve pharmacy reviews  
  • All future upgrades at this level

Advanced Digital Marketing Solution

Recommended for pharmacies with more than 2,000 scripts per month.  

  • $399 — 4,000 scripts per month or less / approx $200,000 in gross revenue per month
  • $499 — 5,000 scripts per month or less / approx $250,000 in gross revenue per month
  • $999 — 10,000 scripts per month or less / approx $500,000 in gross revenue per month
  • $1999 — 20,000 scripts per month or less / approx $1mm in gross revenue per month

What’s included:

  • Access to our marketing agency team to make updates, creative ideas etc.
  • Facebook or Instagram advertising
  • 2 Facebook or Instagram ads per month reaching your target audience that focus on your website and mobile app
  • 1 additional Facebook or Instagram ad, with focus of your choosing, for each additional $100 in monthly spend, reaching your target audience
  • Text send program (pharmacy must provide cell phone numbers of patients who have given consent)
  • Email subscriber collection
  • 18 seasonal promotions and a choice of advertisements for your email newsletter and social media
  • Opportunities clinical questions and follow up
  • Reviews page on website including human PHI check (created after 10 reviews)
  • Direct links for patients to leave Google and Yelp reviews after refilling to improve pharmacy reviews  
  • 6 Interactive Classes including Type 2 Diabetes, Smoking Cessation, Weight Loss, High Blood Pressure, High Cholesterol and Asthma with updates by Anyssa Garza, PharmD, BCMAS
  • All future upgrades at this level

Reporting

Effective June 10, our Digital Marketing report will start including the new enhanced metrics, including a number of new metrics.

What if you don’t want to adopt these new ideas?

Please contact us at [email protected] and we will work with you to develop your own plan.